Health & beauty retailer Superdrug has announced a new marketing partnership with UK-based parenting advice club Bounty.
The 18-month deal will see Bounty sample packs handed out in Superdrug stores and allow the high street retailer access to its new partner’s membership database.
Superdrug has also secured an advertising and sponsorship package with Bounty guides, which are distributed to 1.5 million people each year, as well as arranging an online link-up that will open up the brand to the parenting expert’s 840,000 active website members.
Clare Goodrham, Client Services Director at Bounty, said: “Our club interacts with members through multiple channels and is proven in its ability to drive purchase of the partners we work with.
“This new contract with Superdrug allows us to provide even more value to our members, reaffirming our position as the UK’s best-loved parenting club.”
Bounty packs provide information and guidance to new and expectant mothers, and more than 500,000 people collected packs from UK retail stores last year.
Superdrug’s partnership with the company comes at a time when it is encouraging consumers to “take another look” at its brand through an ongoing advertising drive across the UK.
New look high street stores, the launch of its first loyalty card and an in-depth customer insight programme are all part of Superdrug’s campaign to refresh its image and encourage more customers into its 900-plus British store network.